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The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.

Editorial Reviews

About the Author

As the Founding Partners of a revolutionary marketing agency called Questus, they have worked with some of the world’s most influential brands including American Express, Apple, Capital One, Discovery Channel, Disney, Driscoll’s, Ford, ESPN, General Mills, Marriott, Suzuki, The NFL, Universal, and Verizon.

They wrote and directed The Naked Brand, a groundbreaking documentary about the advertising revolution, and have won some of the marketing industry’s most prestigious awards.

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Friction uses the art of story telling to get their points across quickly which yields a deliciously readable business book. If you are in business/marketing/advertising this is an inspirational read that will invigorate you to change the world through your business. It cuts through the noise and lays out how advertising and marketing have changed and provides the reader with the inspiration and ground rules to take advantage of the new reality. Few business books are worth reading over and over, Friction is one of the few and you will close the book energized and inspired each time that you read it!

Want to know how to build a brand in today's "consumer is king," fragmented media landscape? Read this book. Rosenblum and Berg are articulate, direct, and poignant. There are a number of clarity-moments throughout the read, and I highly recommend it to anyone who is looking to build a sustainable brand for years to come.

Like their great movie, The Naked Brand, these two creative and original thinkers on advertising, have hit the bulls eye. The short stories of the brands that have made it and what one needs to do to be successful are almost revolutionary

The research on how the brain perceives disliked/hated intrusive ads is eye popping. There is advise for all of us here regarding the addition of the smart phones, iPads, iPods etc.

This could be the most effective, clearly written and concise book on what really matters to businesses not only from a marketing perspective but from a business perspective. Well done Jeff and Jordan! The friction and disruption that results is the missing ingredient for most businesses. You nailed it!

Jeff did it again; i was inspired by The Naked Brand he did it again with Friction. Putting all the pieces together (the ideas, people and process) to lead with great purpose isn't easy but is worth the effort because it create emotional relationships. One of my favorite quotes is "The relationship that you have with your children is not rational, it's emotional, and that's a beautiful thing. They look better to you than to anyone else. They're cuter to you than anybody else. They're funnier than anyone else. That's the power brands have when they shift from a rational, transnational relationship to an emotional relationship."

Fantastic read on a topic that more companies need to understand. Jeff and Jordan give clarity to a myriad of problems that brands face as they try to navigate the often murky waters of our current markets. Both easy to read and deeply thought provoking. I cannot recommend this enough if you are in the world of advertising. It also reads great if you are just interested in how media and technology are making our cultures change at a fantastic pace.

When you first crack open the book, it is clear that someone was asked to make it look artistic. You know, pages with a full flood picture and three large words over it and so on. And for the first half of the book you start to wonder if all of this isn't stuff you already know. Then towards the back, it kicks in with some sound advice and actionable ideas. Overall, I enjoyed this book and it was a pretty quick read too.

Whether you come at this from the perspective of a brand, marketer, or consumer, Jeff and Jordan once again (watch the Naked Brand Documentary if you haven't seen it) lay bare the new realities of the marketing and brand building landscape. You simply cannot buy eyeballs and airtime to disrupt user experience and hope to compete with the best brands. Behavior, experience and intentionalism matter more than ever in connecting with today's consumers.